跨境电商快时尚服装企业经营战略分析以森马为例

摘要:自改革开放以来，服装行业一直是中国经济发展的先锋者，近年来也得到了全球服装企业不少的关注。随着电商的不断发展，跨境电子商务俨然成为了各个企业的新方向，我国也进入了对外贸易的全新阶段。在对研究产品的品类选择上面，本文针对快时尚服装企业在跨境电商中，我国具有物流优势、低成本优势、以及快速消费优势等本土优势，和国外快时尚服装品牌经营战略进行对比，分析我国快时尚服装企业的经营战略，以提出有效建议提高我国快时尚服装品牌在国际上的影响力。

本文根据所获取的数据和各官方资料，通过规范分析、实证分析的研究方法，运用SWOT分析工具，结合企业自身经营战略和内部优劣势以及外部威胁和机会，具体分析企业经营战略，总结具有现实意义的服装企业经营战略分析报告。

Abstract：Since the reform and opening up, the apparel industry has been the pioneer of China's economic development. In recent years, it has received much attention from the global garment enterprises. With the continuous development of e-commerce, cross-border e-commerce has become the new direction of all enterprises, and China has entered a new stage of foreign trade. In the selection of product category, this article aims at the fast fashion clothing enterprises in

cross-border e-commerce, our country has the advantages of logistics, low cost, and rapid consumption advantage, compared with the foreign fast fashion clothing brand management strategy, and analyzes the management strategy of China's fast fashion clothing enterprises. Effective suggestions should be made to improve the international influence of fast fashion brands in China.

Based on the data obtained and the official data, this paper analyzes the business strategy and summarizes the business strategy of the enterprises with the SWOT analysis tool, combining the business strategy and internal advantages and disadvantages as well as the external threats and opportunities by the method of normative analysis and empirical analysis. Sue.

关键词：跨境电商；快时尚理念；品牌价值；经济发展

Keywords: cross-border e-commerce; Fast fashion idea; brand value; economic development

1.引言 6

1.1研究背景及意义 6

1.2研究目的和内容 7

1.3研究方法 7

1.4技术路线 8

2.跨境电商快时尚服装企业竞争环境分析 8

2.1进出口环境分析 8

2.1.1国际快时尚服装企业的发展趋势 8

2.1.2国际快时尚服装需求分析 9

2.2服装行业形势分析 9

2.2.1服装行业跨境出口优势分析 9

2.2.2服装行业跨境出口劣势分析 10

2.3竞争对手分析 10

2.3.1国内竞争对手分析 10

2.3.2国外竞争对手分析 11

3．森马集团经营现状及内部环境分析 12

3.1森马集团简介 12

3.1.1集团概况 12

3.1.2组织架构 13

3.2森马集团经营现状分析 13

3.2.1营业收入分析跨境电商快时尚服装企业经营战略分析以森马为例:http://www.chuibin.com/jingji/lunwen_205395.html